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LLP@Tecnico���Class 6
Luis Caldas de Oliveira
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Agenda for Class 6
• Q&A about Customer Relationships
• Team Presentations: Customer Relationships Findings
• Summary about Revenue Model
• Work for Next Week
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Q&A CUSTOMER RELATIONSHIPS
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Customer Relationships Strategy
• “Get Customers”: Awareness, Interest, Consideration, Purchase
• “Keep Customers”: Interact, Retain
• “Grow Customers”: New Revenue, Referrals
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Customer Relationships
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Get Customers (Physical)
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Customer Relationships Tactics
• “Get Customers”: Earned Media (pr, blogs, etc), Paid Media (ads, promotion), Online Tools
• “Keep Customers”: Loyalty programs, customer surveys, check-in calls
• “Grow Customers”: Up-sell, cross-sell, next-sell, unbundling
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Getting Data
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Getting Insight
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Key Concepts
• CAC: Costumer Acquisition Cost
• Churn: costume attrition
• LTV: costumer Life Time Value
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Common Errors
• Lack of “Get” strategy and tactics for every customer segment
• Lack of understanding on how/why customers buy today
• Lack of tests/website/data/insight
• “Marketing is a dark art”
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TEAM PRESENTATIONS: CUSTOMER RELATIONSHIPS
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REVENUE MODEL
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Revenue Models
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Important
Revenue Model ≠ Pricing
Tactic Strategy
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Revenue Model is a Strategy
1. What value are my customers willing to pay?
2. How do they pay?
3. How much will they pay?
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Revenue Model Asset sale ���Ford
Usage fee ���Vodafone
Subscription fee ���salesforce.com
Rent ���Avis
Licensing ���MS Office
Intermediation ���airbnb.com
Advertising���Google
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Pricing���(ways to charge customers)
Fixed
Cost + profit���(product based)
Value priced���(customer based)
Volume priced���(encourage volume)
Dynamic
Negotiation���(second hand)
Yield management���(airplane ticket)
Real-time market���(stock market)
Auctions���(ebay)
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Draw the Diagram
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NEXT WEEK
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Presentation for Next Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red, different colors for multi-sided markets)
• Slide 3: Hypotheses about revenue model strategy and price tactics
• Slide 4: Experiments for Revenue Model and Pricing?
• Slide 5: What are the important metrics for your business model?
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Presentation for Next Week
• Slide 6: Rough 3-year income statement (revenues, gross margins, significant costs, etc.)
• Slide 7-n: Lessons learned (hypotheses, experiments, results, action)
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Before Next Class
• Talk to 10-15 customers to test revenue model and pricing (100 for web)
• Update LPC Narrative and Canvas
• Work on your MVP
• Prepare Class Presentation
• Watch Lecture 7: Partners
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Obrigado